How to make the direct sales process easier and quicker

In 2017, we came to a realization: Our jobs should be easier. We worked on opposite ends of the advertising and media buying process. Lynn came from the buy side as a digital media manager at Macy’s, who had also previously handled agency work. Mollie was on the sales side, working at AdTheorent as director of New York ad sales [O1] and managing a team of sales reps. We were frustrated—we knew our industry well but kept thinking, “This is ridiculous, why is this [buying and selling] process so difficult? It shouldn’t be that complicated to understand what is out there and how much it costs.” As many in the industry know well, the process of direct sales is time-consuming. It is inefficient and very cost-intensive. If you are selling, you need to hire a whole staff to go after clients, but the win-rate is extremely low at just 20 percent. Often when you don't win business, it's because you can't get in front of the agency for a meeting, or they didn't realize you also could do “X” because they thought of you only as “Y.” Why wasn’t there a space where sellers could promote their media company, showcase everything they can offer, to ensure they are always being considered, when relevant, by advertisers with the budget to deploy. On the ad buying side, the process for partnering directly with a great media company is still really old school—writing out a manual brief, individually emailing different partners. Regardless of whether you're at a large client or an agency,... Continue reading at 'Advertising Age'

[ Advertising Age | 2020-06-11 15:19:00 UTC ]

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